How Publishers Can Use the Web, Social
Networks and Mobile Tools to Understand Their Audience, and
Sell More Books
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©ApolloMedia.net 2009
Rolfe Swinton
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Apollo Media
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INSEAD
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Evolution of supply chain data
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What happened?
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How many? Where?
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Why is this happening?
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Seasonality
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Longtail
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XeroxDelphax
Oce
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XeroxDelphax
Oce
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Why is this happening?
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BOOKSURGE
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BOOKSURGE
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BOOKSURGE
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BOOKSURGE
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BOOKSURGE
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BOOKSURGE
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BOOKSURGE
Markets 2.0• Disintermediation of traditional gatekeepers
• Transformation of consumers into producers
• Isn’t this what Amazon is doing / has done?
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What will happen next?
Markets 2.0
• Low barriers to entry
• Low distribution costs
• Unlimited inventory capacity
• Encourages new entrants & disruptive business models
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Let’s Look at Music
Does a Musician Need a Label?
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Does a Musician Need a Label?
• Was...
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Does a Musician Need a Label?
• Was...
• Get radio play
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Does a Musician Need a Label?
• Was...
• Get radio play
• Rolling Stone
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Does a Musician Need a Label?
• Was...
• Get radio play
• Rolling Stone
• Saturday Night Live (Top of the Pops long gone...)
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Does a Musician Need a Label?
• Was...
• Get radio play
• Rolling Stone
• Saturday Night Live (Top of the Pops long gone...)
• Now...
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Does a Musician Need a Label?
• Was...
• Get radio play
• Rolling Stone
• Saturday Night Live (Top of the Pops long gone...)
• Now...
• Video on YouTube
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Does a Musician Need a Label?
• Was...
• Get radio play
• Rolling Stone
• Saturday Night Live (Top of the Pops long gone...)
• Now...
• Video on YouTube
• MySpace page
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Does a Musician Need a Label?
• Was...
• Get radio play
• Rolling Stone
• Saturday Night Live (Top of the Pops long gone...)
• Now...
• Video on YouTube
• MySpace page
• Facebook deal
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Does a Musician Need a Label?
• Was...
• Get radio play
• Rolling Stone
• Saturday Night Live (Top of the Pops long gone...)
• Now...
• Video on YouTube
• MySpace page
• Facebook deal
• Touring
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Does a Musician Need a Label?
• Was...
• Get radio play
• Rolling Stone
• Saturday Night Live (Top of the Pops long gone...)
• Now...
• Video on YouTube
• MySpace page
• Facebook deal
• Touring
• And...
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©ApolloMedia.net 2009
Crowd Funding Music
• iLike
• OpenMusic Factory
What’s Apple Done?
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What’s Apple Done?
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What’s Apple Done?
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What’s Apple Done?
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What’s Apple Done?
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What did Music Cos Do?
• Started investing in social media
• Universal invested in Loud.com
• Sony BMG, Warner, EMI in Imeem.com
• CBS bought LastFM (?)
• MySpace & Google have a $900M ad deal...
• MySpace & Bebo has become content producer already with TV shows Roommates & Kate Modern
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MySpace, Pandora, etc. Offers Music for Free
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And What Has Been the Impact?
• iPhone now offers instant gratification!
• Tower Records, Zavvi, Musicland... are all closing down
• So can book retailers be far behind?
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BOOKSURGE
Facebook
LinkedIn
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BOOKSURGE
Facebook
LinkedIn
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Google
It is Worth Acting
• C. K. Pralahad
✴ “Consumers now initiate the dialog, they have moved out of the audience, onto the stage”
• Stern Business School Study: “Chatter does have an impact”
✴ 40 legitimate blog postings ➙ 500% higher record sales
✴ ↑ MySpace friends = ↑ higher sales
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Still, you don’t have to be Amazon or Google
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Vast data source
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where are your readers?
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what are they saying?
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what do they want?
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are you making a difference?
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what best communicates to them?
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Profile of Total ample
100% 32% 22% 5% 12% 21% 18% 21% 0%
Proportion of each demographic group selecting this jacket as first-choice
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Profile of Total ample
100% 32% 22% 5% 12% 21% 18% 21% 0%
Proportion of each demographic group selecting this jacket as first-choice
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Profile of Total ample
100% 32% 22% 5% 12% 21% 18% 21% 0%
Proportion of each demographic group selecting this jacket as first-choice
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Was it the book or the cover?
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Data supported the publisher’s confidence in the book
Profile of Total Sample 50% 50% 0% 7% 29% 29% 29% 7% 0% 0%
% saying certain would buy it
Propensity to buy the book after reading an extract by demographic sub-group
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Entered best seller chart at #40
Richard & Judy, selected the book
Sold over 300,000 copies
so more book sales…
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And We Did This For Stories Too!
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how can you get readers to try & to
discuss your content?
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• Finish technology
• In use by a range of media companies - music, newspapers, publishing, etc.
• Technology runs on all kinds of mobile phones
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turn audiences into communities
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Film
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Film
mCommerce SelectandpayusingpremiumSMS,PayPal,orCreditCard
Deliverdigital,physicalproducts,orbarcodetickets
Lockpurchasetoaspecificuser(handset)ifrequired
mCommerce SelectandpayusingpremiumSMS,PayPal,orCreditCard
Deliverdigital,physicalproducts,orbarcodetickets
Lockpurchasetoaspecificuser(handset)ifrequired
mCommerce SelectandpayusingpremiumSMS,PayPal,orCreditCard
Deliverdigital,physicalproducts,orbarcodetickets
Lockpurchasetoaspecificuser(handset)ifrequired
mCommerce SelectandpayusingpremiumSMS,PayPal,orCreditCard
Deliverdigital,physicalproducts,orbarcodetickets
Lockpurchasetoaspecificuser(handset)ifrequired
Content & Community Contentoverview
Usercomments
Userrating
Sharecontentwithothersvirally(viatextmessagefromtheuser’sownphone)
Findcontentsimilar(basedondatabaseoronotheruserswithsimilarpreferences)
Upload photos, video, audio Alluserdatacanbemonitoredto
ensureitisappropriate–repeatoffenderscanbepreventedfromenteringnewcontent
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understand readers’ behaviour
KeyMobileNumbers50%
30%‐70%
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link
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community
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test
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expensive?
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easy?
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•organisation
•people
•technology
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join us
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experiment
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publishing analytics
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Ostritch
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OstritchX
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simple
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measurable
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low-risk
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see what’s happening
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listen
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try
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test
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learn
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talk
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from what happened?
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to what’s going to happen?
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to what’s the best that can happen?
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